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In1998Intelhasamarketshareofover80%,theDesktopGroupatthecompanywas
wellfunded,wellrespectedandtheprimarymoneymarketforthecompany.
Themobilebusinessgroupontheotherhandwaslessfunded,wasseenasasecondary
oppurtunity.
THEVIEWFROMISRAELDESIGNCENTER
IsraelDesignCenter(IDC),whichwasestablishedin1974,attractedsomeofthebest
graudauatesstudentsofprestigiousuniversitiesinIsrael,however,IDCalsofeelthat
theyareinsurvivalmode,lookingforthenextprojectthatwouldprovidethemwitha
temporaryoppurtunitytoexist
Atthattimetwosignificantmicroprocessordevelopmentprojects,codenamedChopaka
andTimnawascancelled.
THEVIEWFROMISRAELDESIGNCENTER
The Timna Innovation
Theoriginalgoalwastoreducecosts,whichmeansareductionindiesize.
Thefirstdiscoverywasslightlylowerclockspeedcanreducethediearearequiredforthe
chipdesigndownsignificantly.
Anotherdiscovery,whichisparticularlyimportantforIntel'sfuturemobilestrategyisto
discoverhowtomakeenergyefficiencyandlittletonoimpactatall.
THEVIEWFROMISRAELDESIGNCENTER
AfterTimna,IDCbeganBaniaschipdesign,whosegoalistoworkbetterandsave
energy.
BeforeBanias,circuitswerealwaysonandonlyturnedoffwhennotneeded,whereasin
Baniasdesignmostcircuitswouldbeoffandonlyturnedonwhenneeded.
Moreover,theBaniasdesignbehaviorwasmeasuredwithenergy.ThatisBaniashasa
uniqueabilitytouselessenergy,theworkefficiency.
THEVIEWFROMISRAELDESIGNCENTER
Baniasexistenceseemedtemporary.
IDCtriedtoconvincetheintel
LearnedfromChopakaandTimnaexperience
IDCandMPGworkedtogetherandconcludedthatforfutureproductstheyhavetobrek
outoffvalueandconcentrateonfastgrowingmobileproducts.
MPGbelievedthatMobilesegmenthavetobethecombinationofperformance,battery
life,wirelessandformfactororsize.
Althoughwirelesscommunicationshadbeenidentifiedasoneofthefourvectorsof
mobility,itwasnotincludedintheBaniasplan.
NOTEBOOKMARKETTRENDS
(DRIVENBYMOBILEMSA)
4 Vectors of Mobility
1.Work(Performance)continuestobethebasisofyourhome.
2.Batterylifeisimproving,onethathasbeendemandedforMobilePCs.
3.Mostusersprefernotebooksthatarelighterandthinnerthan(>70%inthe
MSA).
4.Connectwirelessly.
HQTAKESANEWLOOKATMOBILE
Conflict between Desktop and Mobile
DesktopGroupbelievesthatthefrequency(Clockspeed)istoolowtobeusedwith
desktopcomputersthanthatBaniasisstillatargetforcriticisminameetingseveral
times,butPaulOtellinihasarguedthatBaniasisnotonthetableandBaniasis.
microprocessorforNewMobilityPlatform
OnceapprovedbyOtelliniandCEOBarrettandBaniashasbecomeanimportantproduct
forMobileProcessorGroup.
ThecurrentpositionofBaniasonIntelRoadmapseemtobethesafestandgrowing.